Retail strategists are not “sold on the usefulness” of advertising through social networking sites, says a media consultant.

Tim Gibbon, director of Elemental Communications, said many businesses may be put off collaborating with sites such as Facebook as they may not be able to maintain “their intended shopping experience”.

Social networking sites may also introduce policies which are not in line with the “goals and objectives” of the brand, he added.

However, Mr Gibbon advised that building relationships with social media could present alternative ways to reach out to potential customers, which perhaps would be impossible through their own online or direct mail channels.

A recent article published on FT.com discussed the value of marketing through social networking sites.

Author David Gelles argued the strategy is effective for consumer products but said it is unclear whether the same is true for business to business brands.

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Related Topics: General Marketing